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Ford CEO's Vision For Lincoln Doesn't Hinge On EVs, But On Something Else
Ford CEO Jim Farley brought a pretty cool car to Pebble Beach this year: his 1937 Lincoln K LeBaron Coupe. As a vehicle for luxury, he tells Hagerty, it was pretty ahead of its time, driving like something from the 1950s decades ahead of its 1937 date of manufacture. Lincoln today is... in a different place. The automaker isn't the face of luxury like it was in its heyday, but Farley has plans to change that.
Jim Farley's Vision for Lincoln Isn't Built On EVs2025 Lincoln Navigator Black Label
Farley says that some folks at Ford wanted the brand to be all-electric. Like his V12-powered '37, the future for the brand ought to be one of silent luxury, they said, and an electric powertrain is an easy way to make that happen. Farley refused: "I think we’re starting to discover our brand location for Lincoln that makes sense," he said. "The team really pushed me to have an all-electric lineup, and I refused to do it. And I’m sure glad we didn’t. I’m sure glad we didn’t."
So what, if not batteries, should power the future of silent Ford-branded luxury cars? "EREV [Extended-range Electric Vehicle] would be a perfect drivetrain for us. All-hybrid and EREV lineup, and maybe a few electric cars, but more on the affordable side," said Farley. Lincoln isn't swinging for the top 1% of buyers anymore: even the priciest Lincoln, the Navigator, stays under $120,000 MSRP.
2025 Lincoln Navigator Black Label
Lincoln
The key instead is to offer customers choice, both in their powertrains, and in the way their cars look, maintains the CEO. "I don’t think we want to make an affordable hybrid as a Lincoln, but an affordable EV Lincoln, with over-the-top color choice and over-the-top interior customization would make sense."
Customization and add-ons are solid revenue streams for automakers. Porsche similarly reinvented itself, allowing customers nearly unlimited customization and choice in their vehicles. Ford already dabbles, offering tons of accessories and a handful of interesting colors and powertrains for vehicles like the Bronco and Maverick. While it's worked well for rugged vehicles like the above, Ford does have some work to do. Lincoln is hardly what springs to mind when American buyers think "luxury," but the opportunity to make your car your own has tempted many a buyer before.
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Ford CEO Jim Farley brought a pretty cool car to Pebble Beach this year: his 1937 Lincoln K LeBaron Coupe. As a vehicle for luxury, he tells Hagerty, it was pretty ahead of its time, driving like something from the 1950s decades ahead of its 1937 date of manufacture. Lincoln today is... in a different place. The automaker isn't the face of luxury like it was in its heyday, but Farley has plans to change that.
Jim Farley's Vision for Lincoln Isn't Built On EVs2025 Lincoln Navigator Black Label
Farley says that some folks at Ford wanted the brand to be all-electric. Like his V12-powered '37, the future for the brand ought to be one of silent luxury, they said, and an electric powertrain is an easy way to make that happen. Farley refused: "I think we’re starting to discover our brand location for Lincoln that makes sense," he said. "The team really pushed me to have an all-electric lineup, and I refused to do it. And I’m sure glad we didn’t. I’m sure glad we didn’t."
So what, if not batteries, should power the future of silent Ford-branded luxury cars? "EREV [Extended-range Electric Vehicle] would be a perfect drivetrain for us. All-hybrid and EREV lineup, and maybe a few electric cars, but more on the affordable side," said Farley. Lincoln isn't swinging for the top 1% of buyers anymore: even the priciest Lincoln, the Navigator, stays under $120,000 MSRP.
2025 Lincoln Navigator Black Label
Lincoln
The key instead is to offer customers choice, both in their powertrains, and in the way their cars look, maintains the CEO. "I don’t think we want to make an affordable hybrid as a Lincoln, but an affordable EV Lincoln, with over-the-top color choice and over-the-top interior customization would make sense."
Customization and add-ons are solid revenue streams for automakers. Porsche similarly reinvented itself, allowing customers nearly unlimited customization and choice in their vehicles. Ford already dabbles, offering tons of accessories and a handful of interesting colors and powertrains for vehicles like the Bronco and Maverick. While it's worked well for rugged vehicles like the above, Ford does have some work to do. Lincoln is hardly what springs to mind when American buyers think "luxury," but the opportunity to make your car your own has tempted many a buyer before.